Research On Evaluation Of Employer Brand Communication Effect Based On New Media

For enterprises,talents are crucial.Employer brand building and communication,as an important means of attracting and managing talents,has been paid more and more attention by enterprises.At the same time,new media forms is becoming more and more,new media has integrated into the communication process of enterprises' employer branding from all sides.In this context,ente rprises urgently need to evaluate the employer brand communication effects on their own evaluation,so as to find their own lack of employer brand communication,and to develop new employer brand communication strategies,which will guide enterprises to use a variety of communication channels better when they are communicating Employer brand.But at present,there are few domestic and foreign research results on this issue,and the complete evaluation system has not yet been seen.This study bases on combing the concepts of the new media,the communication effect and employer brand.Through literature research,analyzes the employer brand communication mode under the new media era.At the same time,on the basis of expert consultation and the theory and system of advertising effect evaluation and brand communication effect evaluation,the study has developed an employer brand communication effect evaluation system,which combine the characteristics of the employer brand communication in the new media environment with the existing communication effect evaluation systems,and is suitable for the current situation of Chinese enterprises.The system consists of two level of indicators,the indicators of the first level is the contact effect,the interest effect,the attitude effect,the action effect and the share effect.Each first level indicator is under by several second level indicators,and on this basis,through the expert scoring method according to the importance of different indicators,they are given different index weights.Finally,this paper applies the system to a company for empirical study.